It's not creative unless it sells.

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.

I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.

Lazy and superficial men and women do not produce superior work.

You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.

Talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.